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Breast enlargement ad starring blogger That Pommie Girl banned Breast enlargement ad starring blogger That Pommie Girl banned
(about 9 hours later)
A TV ad featuring a fashion blogger promoting breast enlargement has been banned for irresponsibly implying to young women that surgery will make them more popular and confident.A TV ad featuring a fashion blogger promoting breast enlargement has been banned for irresponsibly implying to young women that surgery will make them more popular and confident.
Cosmetic surgery company Transform ran a TV ad featuring 21-year-old fashion blogger Sarah Ashcroft, also known as That Pommie Girl, who has almost 600,000 followers on Instagram and Twitter.Cosmetic surgery company Transform ran a TV ad featuring 21-year-old fashion blogger Sarah Ashcroft, also known as That Pommie Girl, who has almost 600,000 followers on Instagram and Twitter.
The ad featured Ashcroft talking enthusiastically about the positive impact enlarging her breasts has had on her life.The ad featured Ashcroft talking enthusiastically about the positive impact enlarging her breasts has had on her life.
“I never really looked at any part of my body past my neck because it wasn’t something I liked,” she said.“I never really looked at any part of my body past my neck because it wasn’t something I liked,” she said.
“I feel like a new person, from having nothing to then looking at yourself with boobs, it was the weirdest thing. Everyone was like ‘wow, they look so natural, I’m so impressed’. And to come away from it feeling 10 times more confident than you were I think is just an amazing feeling.”“I feel like a new person, from having nothing to then looking at yourself with boobs, it was the weirdest thing. Everyone was like ‘wow, they look so natural, I’m so impressed’. And to come away from it feeling 10 times more confident than you were I think is just an amazing feeling.”
The Advertising Standards Authority, which in 2014 warned YouTube and social media stars to be careful how they promote products, received a complaint that the ad was irresponsible and harmful to young women under the age of 18.The Advertising Standards Authority, which in 2014 warned YouTube and social media stars to be careful how they promote products, received a complaint that the ad was irresponsible and harmful to young women under the age of 18.
The complainant said ad exploited young women’s insecurities about their bodies by implying that breast enhancement surgery would make them more confident and popular.The complainant said ad exploited young women’s insecurities about their bodies by implying that breast enhancement surgery would make them more confident and popular.
Defending the ad, Transform said that there are some people out there who just dislike cosmetic surgery per se.Defending the ad, Transform said that there are some people out there who just dislike cosmetic surgery per se.
It said that Ashcroft was representative of “many independently minded, responsible, thoughtful, sophisticated and successful young females who chose to undergo cosmetic surgery”.It said that Ashcroft was representative of “many independently minded, responsible, thoughtful, sophisticated and successful young females who chose to undergo cosmetic surgery”.
Transform said that Ashcroft’s testimony “could be viewed with neutrality” because she chose to use Transform for her own reasons and paid for her procedure prior to being approached to feature in the ad.Transform said that Ashcroft’s testimony “could be viewed with neutrality” because she chose to use Transform for her own reasons and paid for her procedure prior to being approached to feature in the ad.
The company also said that her testimony was unscripted.The company also said that her testimony was unscripted.
On Transform’s website, in a section called “meet the girls”, Ashcroft’s before and after shots were shown.On Transform’s website, in a section called “meet the girls”, Ashcroft’s before and after shots were shown.
The company boasted that the tie-up with Ashcroft, which included a series of pre- and post-surgery videos, resulted in more than 250,000 video views on YouTube.The company boasted that the tie-up with Ashcroft, which included a series of pre- and post-surgery videos, resulted in more than 250,000 video views on YouTube.
The ASA said the ad’s focus on Ashcroft’s personal experience meant it would have a direct appeal to young women and teenage girls. Ashcroft recently retweeted one fan’s post and picture spotting her in the Transform ad on TV.The ASA said the ad’s focus on Ashcroft’s personal experience meant it would have a direct appeal to young women and teenage girls. Ashcroft recently retweeted one fan’s post and picture spotting her in the Transform ad on TV.
Minding my own business watching @KUWTK and @SarahhAshcroft pops up on my TV! 😍 #whatababe #fbloggers pic.twitter.com/Kd6cOWdSqFMinding my own business watching @KUWTK and @SarahhAshcroft pops up on my TV! 😍 #whatababe #fbloggers pic.twitter.com/Kd6cOWdSqF
“We were concerned that the focus on the negative perception she had of her body prior to cosmetic surgery might encourage viewers, particularly young women and teenage girls, to think about their own insecurities about their bodies,” said the ASA.“We were concerned that the focus on the negative perception she had of her body prior to cosmetic surgery might encourage viewers, particularly young women and teenage girls, to think about their own insecurities about their bodies,” said the ASA.
“While we appreciated that Ms Ashcroft did not explicitly link cosmetic surgery with her popularity or success, we considered that viewers would nevertheless infer from Ms Ashcroft’s emphasis on her personal transformation and the degree of confidence she said she had gained that her popularity and success as a fashion blogger had been, in part, a result of cosmetic surgery.”“While we appreciated that Ms Ashcroft did not explicitly link cosmetic surgery with her popularity or success, we considered that viewers would nevertheless infer from Ms Ashcroft’s emphasis on her personal transformation and the degree of confidence she said she had gained that her popularity and success as a fashion blogger had been, in part, a result of cosmetic surgery.”
The ASA banned the TV commercial for breaking the advertising code relating to social responsibility and harm and offence.The ASA banned the TV commercial for breaking the advertising code relating to social responsibility and harm and offence.
“Although Ms Ashcroft’s was a personal story, we considered that the ad suggested more generally that success and popularity would be enhanced by achieving an idealised body image, which could be done by ‘correcting’ any perceived imperfections,” said the ASA. “In light of those factors, we concluded that the ad was irresponsible and likely to cause harm to those under 18.”“Although Ms Ashcroft’s was a personal story, we considered that the ad suggested more generally that success and popularity would be enhanced by achieving an idealised body image, which could be done by ‘correcting’ any perceived imperfections,” said the ASA. “In light of those factors, we concluded that the ad was irresponsible and likely to cause harm to those under 18.”
The ban will be a blow to The&Partnership, the WPP-backed media and ad group run by Johnny Hornby, which late last year launched a social talent agency with Ashcroft as one of its big name signings.
The&Collective, which aims to muscle in on the market dominated by players such as the established giant Gleam Futures, which represents big name YouTubers such as Zoella, Caspar Lee and Joe Sugg, is aiming to sign future YouTube, Instagram, Facebook and Twitter stars.